EuroMillions – the European lottery collaboration between 10 different lottery operators – is introducing a range of changes to be introduced in September that have been designed to encourage bigger jackpots.
The new format sees ticket prices increase to 2.50 euro (£2.50 in the UK) – the second price rise since the first EuroMillions draw took place on 13 February 2004, although there are minor alterations and staking opportunities across the markets.
The main structure of the game will essentially remain, only the choice of ‘Lucky Stars’ bonus balls will increase from 11 to 12, with customers still choosing five main numbers from 1 to 50 and the two ‘Lucky Stars’ bonus balls.
While the operators are keen to stress that the overall odds of winning any prize on EuroMillions will be staying at 1 in 13, the additional Lucky Star means that the odds of winning the jackpot will change to approximately 1 in 140 million (compared with approximately 1 in 117 million currently).
While that is still significantly better than other comparable, large-scale lottery games designed to have big, rolling jackpots such as Powerball and MegaMillions in the US, the UK National Lottery was recently derided for extending the odds of winning the jackpot when it added extra balls to its main draw.
EuroMillions is run by 10 operators across nine countries: the UK, France, Spain, Austria, Belgium, Ireland, Luxembourg, Portugal and Switzerland – and is the world’s biggest lottery in terms of sales. They hope that the new changes will see more than twice as many jackpots of over £50 million a year.
Among the other changes that EuroMillions will be introducing to give customers value for money is a new must-be-won pan-European raffle event – the European Millionaire Maker – the first of which is expected to take place at the end of October and will create an additional 25 millionaires. In addition to these community-wide changes, the 10 EuroMillions operators will be introducing a range of local enhancements.
Sally Cowdry, Consumer & Retail Director at UK lottery operator Camelot, said: “EuroMillions has always captured the UK public’s imagination with its exhilarating jackpots and numerous multi-million pound winners – boosting returns to Good Causes in the process. It’s now time to re-energise the game and take it to the next level – and these fantastic enhancements will do just that, helping us to deliver even more for our players and UK Good Causes in the years to come.”
Totally Gaming Says: “Changing the price point of a lottery is always a tricky ask and it seems that best practice seems to be to refresh the format when raising ticket prices to keep customers engaged and interested. While generating ever bigger jackpots is an obvious way to keep a lottery in the public’s eye, it is important that any lottery jackpot is still seen as attainable, otherwise sales will dwindle.”